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“We are very aware of, and now working very hard to deal with, this issue of complexity”, Bristow tells Business Car Manager. “It exists for all the right reasons in terms of customer choice; but we now have over 500 variants of BMW models alone, leaving aside Mini and Rolls-Royce. So, yes, it’s great in terms of consumer choice but what it does lead to is definite difficulties with the sheer amount of data, particularly for SME and other business users.”
So, does that mean a simplification and streamlining of the actual models produced? That seems somewhat contradictory given that, with the latest 2 Series Tourer and 4 Series coupe and SUV models, BMW is plugging the last remaining gaps in its ranges so that they stand at 1-8 inclusive. And that ignores further models yet to come beyond the current i3 hatchback and i8 sports car in the ‘i’-designated electric/hybrid vehicles category.
